Bathed in hot pink and purple lighting, T-Mobile CEO John Legere announced during CES 2014 that T-Mobile will "force" the industry to change by paying for customers' early termination fees (ETFs) who switch to the carrier. Fresh off of crashing AT&T's Macklemore-fueled CES party, Legere laid out the plan stating that T-Mobile will pay up to $650 per line for up to five different lines, covering both single plans and family plans. "This isn't a promotion; it's the end of contracts," said Mike Sievert, executive vice president. "We'll pay for all of it—every last cent."

The way it works is when you trade in your phone you get instant credit, then users send their bill detailing their ETFs to T-Mobile to get reimbursed. The carrier also built a "break-up" letter template on their website that users can send to their current carrier.

Legere's presentation began with a "report card on the industry" and revealed fourth quarter numbers. In 2012, 515,000 customers left T-Mobile in Q4. This year, T-Mobile announced 1.6 million customer additions in the fourth quarter making a total 4.4 million net jump in the year. Additionally, the carrier claimed that they now have the fastest and most consistent LTE network in America from data pulled by millions of customers. In the month of December, T-Mobile pushed speeds of 17.8 Mbps while AT&T rests at 14.7 Mbps.